Buyers are Less Satisfied, Sellers More

Home buyers are less satisfied today with real estate brokerage services from franchises and seller s more so than they were a year ago.  That’s the bottom line from J.D. Power and Associates’ 2011 Home Buyer/Seller Study.

Overall satisfaction among home buyers averaged 797 on a 1,000-point scale in 2011-a decrease of six points from 2010. The decrease was primarily due to lower satisfaction with the agent/salesperson, which is the most influential aspect of buyer satisfaction with the real estate company. Agent/salesperson satisfaction averaged 814 in 2011, compared with 828 in 2010.

“Although the current real estate market-with the confluence of low home prices and historically low interest rates-creates the perception of a buyers’ market, there are still traditional barriers to purchase in place, which could be negatively affecting buyer satisfaction with their agent,” said Jim Howland, senior director of the real estate and construction practice at J.D. Power and Associates. “Agents who properly manage client expectations around the home buying process and communicate with clients about potential challenges-such as higher requirements for down payments, tighter loan standards and additional costs on top of the monthly mortgage-may be better able to keep clients satisfied.”

In the home-buyer segment, RE/MAX ranked highest with a score of 805. Following RE/MAX in the rankings were Coldwell Banker (802) and Better Homes & Gardens (801). Coldwell Banker performed particularly well in the agent/salesperson factor while Better Homes & Gardens performed well in the variety of additional services factor.

Among home sellers, satisfaction improved substantially to an average of 779 in 2011 from 742 in 2010. The greatest gain occurred in the marketing factor, which has increased by 62 points in 2011.

In 2011, the variety of additional services and office factors have increased in importance to overall satisfaction, while the importance of the agent/salesperson and marketing factors have declined. According to Howland, many real estate companies have made cutbacks in additional services and offices during recent years, and the increasing importance of these areas reflects that sellers may be missing these amenities, which provides an opportunity for companies to improve satisfaction.

Among home sellers, RE/MAX ranked highest with a score of 791 and performed particularly well in the agent/salesperson and office factors.  Following RE/MAX in the rankings were Prudential (786) and Century 21 (785). Century 21 performed particularly well in the variety of additional services factor.

The study findings also found

  • Recommendations and referrals play a key role for both buyers and sellers in choosing an agent and real estate company. In 2011, six in 10 buyers and sellers say their agent asked for a referral or recommendation-up from 47 percent in 2010.
  • The average number of homes that buyers were shown prior to making a purchase is 9.0 in 2011, down notably from 17.5 in 2010.
  • The average number of home showings in 2011 is 8.6, on average, prior to sale, down considerably from an average of 12.1 showings in 2010.
  • In 2011, just 58 percent of sellers indicate using a website listing to market their home, compared with 82 percent in 2010.

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